Email Marketing – 10 Reasons Why It Is The Best Lead Generation Tool For Real Estate Agents

Email

Marketing
Strategy

Is referral business the biggest source of your sales? Then email marketing should be the main focus of your marketing efforts. Email marketing allows you to contact your whole community in a meaningful way each month. Smart email marketing is one of the single best ways to build relationships with customers. Once you have been sending out good content for a couple of months people will start conversations with you about the article or the home you posted about. You will instantly have a shared topic of interest and an easy beginning to a discussion centered around your real estate business. In this article you will learn how to create quality emails to send and how to identify leads from the results.

There are three main steps to email marketing:

  1. Create your newsletter
  2. Identify buyer leads
  3. Follow up

Over time, this method will help you stay connected with your existing contacts, and grow your network.

 

Keeps You Top of Mind

On average people change homes once every 7 years. The goal of email marketing is to become the first agent someone thinks of when they want to buy or sell, or when their friend wants to buy or sell. A consistent email newsletter that is informative and entertaining will keep you on on their radar for when they need a real estate agent.

A great newsletter consists of:

  • Personal note
  • Listings
  • Blog content
  • Statistics
  • And something unique to you
“Email far surpasses the social media giants where generating customers is concerned—in fact, it’s 40 times more effective than Facebook and Twitter”

Keeps You Top of Mind

On average people change homes once every 7 years. The goal of email marketing is to become the first agent someone thinks of when they want to buy or sell, or when their friend wants to buy or sell. A consistent email newsletter that is informative and entertaining will keep you on on their radar for when they need a real estate agent.

A great newsletter consists of:

  • Personal note
  • Listings
  • Blog content
  • Statistics
  • And something unique to you

Provide Personality

The personal note allows you to show your personality and your interests as a real estate agent. Inform your readers about a trip you went on, an area you’ve been exploring, or just something that’s of interest to you. It provides context to your attached blog, and attaches a human being to a name. 

 

Show Your Expertise

75% of all clicks within an email are on properties. Including photos of your most gorgeous listing, with a few key facts to get people interested let’s your network see what you’re up to. Use this space to show off what awesome properties you have, promote an open house or mention properties that you recommend in your target market.

 

L.A. Pro Tip

Yes, you can and should include listings from other agents. 10% of homes sold in Los Angeles are sold off-market, forging strong relationships with agents is the best way to get in the loop and find out about these off-market properties. So find a home you want to promote and coordinate with that listing agent. Ask permission to promote their listing and say you will send them a copy of your newsletter to show them your promotion. Then tell them you would also like to be on their email list if they have one. Now you are in the loop. They will send you their off-market listings if they have them and you just became a bit more of an asset to you buyer clients.

 

Brings Customers to Your Site

After your listings section include a link to your real estate agent blog. A title plus small intro will get readers hooked so they will click through to your website and read the blog there. From your site, they’ll be able to explore your other listings, read other blog posts, or contact you.

 

Back it up with data

Including meaningful statistics in your email educates your audience and shows your expertise. If someone clicks these statistics links then it is a good indicator that they might be a ready to buy or sell. You can consider clickthroughs like these as very warm leads. List national and local market data and focus on your target neighborhoods with a link to a market report. Use sites like realtor.org to find national data, and pull information from your MLS about recent number of sales, average sales price, inventory and days on market.

 

Show off your personality

Everybody knows a Real Estate Agent. That is why you need to work harder to stand out. The last part of your newsletter should be personal. You can feature a hobby that you like or something that interests you. Ideally this will be something that you will enjoy sharing with your audience and will make you look forward to doing this newsletter each month. Examples are  a recipe every month, a movie review, art exhibits you attend etc. Keep it consistent each month and it will become part of your social personality and people will come to remember you for it.

 

Send Correctly

Now that your email marketing newsletter is complete, pull together all your contacts and categorize them by purpose:

  • Local
  • Agent
  • Interested Abroad
  • Not interested Abroad

 

With these segmented lists, you can send targeted emails of listings or specific blogs that you know those readers will appreciate. Your friend in London may not appreciate getting notices of all of your just listed properties in Los Angeles. Keep adding to your newsletter list as you meet new contacts.

 

Identify Buyers and Sellers

Once you’ve sent your newsletter, look at link clicks to identify buyers and sellers. To do this you need to be sending your newsletter through a service like Mailchimp. If a contact consecutively  clicks on your listings month after month they may be considering buying. If a contact is always clicking on your market stats report they may be considering selling or buying. This is how you generate your own leads. Mailchimp will show you exactly who is opening your email, who is clicking on what link, and how your results compare to the industry average.

 

You’ll be able to see exactly which 15 people clicked on the link for your property. Export the click-through data to a spreadsheet, and now you have an actionable leads list for warm calls.

 

Pro Tip

This is golden. The tip is, actually make the calls! That list of 15 or whatever amount of leads could result in a new deal. That list could be worth $25,000. When you call these people you already know that they cared enough about you to read your newsletter. All you need to do is ask them about their family and what is new with them. They will already be thinking about what you sent them since it is their most recent thought of you. They will most likely by default bring up something they read in your newsletter to prove to you that they took the time to read it. If they do this it means that they really appreciate you and they want you to know. No you are in a prime position to discuss your business, their needs and the needs of their friends.

 

Email is the right way to market

You need to market your business. Email is the accepted medium by which you can capture an audiences attention for the longest period of time.

 

Email is EFFECTIVE!

According to McKinsey and Company, email far surpasses the social media giants where generating customers is concerned—in fact, it’s 40 times more effective than Facebook and Twitter. And according to Entrepreneur Magazine, email marketing return on investment (ROI) is 4300%. There’s no better way to keep connected with your audience and get instant lead generation.

 

We at Lux Angeles base our marketing strategy around solid email marketing practices. We have just given you our recipe for success not holding anything back. If you do not have the time to put all of this into place then I suggest you contact us. We handle all of the design, writing, sending and statistics. You give your ideas, approve what goes out and then take action on the warm leads that we send you.

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